Experiential Marketing as a Driver of Customer Satisfaction

Abstract

The rapid growth of digital banks in Indonesia has led to high competition between digital banks. Banks need to implement appropriate and targeted marketing strategies in order to win market competition. Experiential marketing strategy has a focus on creating positive experiences in the minds of customers, through the creation of these experiences customer satisfaction can be achieved. Innovative and creative features can be created by implementing experiential marketing strategies. This study examines the effect of experiential marketing strategies through sense, feel, think, act, and relate factors that are implemented on the M features contained in XYZ digital banking on customer satisfaction. A total of 203 respondents have been obtained and meet the research criteria, which are XYZ digital bank customers that uses the M feature. The data analysis technique used in this study is PLS-SEM using SmartPLS version 3 as an analytical tool. The results of this study are experiential marketing as a whole has a positive and significant influence on customer satisfaction. Feel is the most dominant factor that reflects experiential marketing on customer satisfaction.